Synopsis
This report provides the results for the US Meat market from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: ambient meat, chilled raw packaged meat- processed, chilled raw packaged meat- whole cuts, cooked meats- packaged, frozen meat markets
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Meat market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Meat market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
Economic pressures have had a real effect on people’s shopping budgets and meat marketers will now need to seek to align products with Consumer Trends and seek out the marketing sweet spots in order to maximize future growth.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Meat Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Ambient Meat
2.2.2 Cooked Meats - Counter
2.2.3 Cooked Meats - Packaged
2.2.4 Fresh Meat (counter)
2.2.5 Frozen Meat
2.3 Behavioral Trends and Market Value
2.3.1 Ambient Meat
2.3.2 Cooked Meats - Counter
2.3.3 Cooked Meats - Packaged
2.3.4 Fresh Meat (counter)
2.3.5 Frozen Meat
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ambient Meat
3.1.2 Cooked Meats - Counter
3.1.3 Cooked Meats - Packaged
3.1.4 Fresh Meat (counter)
3.1.5 Frozen Meat
3.2 Consumer Profiles by Product Category
3.2.1 Ambient Meat
3.2.2 Cooked Meats - Counter
3.2.3 Cooked Meats - Packaged
3.2.4 Fresh Meat (counter)
3.2.5 Frozen Meat
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Meat Brand Choice and Private Label Shares
4.2.1 Ambient Meat
4.2.2 Cooked Meats - Counter
4.2.3 Cooked Meats - Packaged
4.2.4 Fresh Meat (counter)
4.2.5 Frozen Meat
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Meat
5.1.2 Ambient Meat
5.1.3 Cooked Meats - Counter
5.1.4 Cooked Meats - Packaged
5.1.5 Fresh Meat (counter)
5.1.6 Frozen Meat
6 Consumption Impact: Market Valuation
6.1 Meat Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Meat Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Meat Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Meat
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Ambient Meat
7.2.2 Retail Share by Volume - Cooked Meats - Counter
7.2.3 Retail Share by Volume - Cooked Meats - Packaged
7.2.4 Retail Share by Volume - Fresh Meat (counter)
7.2.5 Retail Share by Volume - Frozen Meat
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Ahold Switching Analysis
7.3.3 C&S Wholesale Grocers Switching Analysis
7.3.4 Costco Switching Analysis
7.3.5 Kroger Switching Analysis
7.3.6 Publix Switching Analysis
7.3.7 Safeway Switching Analysis
7.3.8 Supervalu Switching Analysis
7.3.9 Wal-Mart Switching Analysis
7.3.10 Other Switching Analysis
7.4 Profiles of End-Consumers of Meat, by Retailer Used
7.4.1 Costco
7.4.2 Kroger
7.4.3 Publix
7.4.4 Safeway
7.4.5 Wal-Mart
7.4.6 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Meat Market
Table 2: United States Survey Respondent Profile (weighted), 2011
Table 3: United States Meat Value Share (%), by Age Groups, 2011
Table 4: United States Meat Value Share (%), by Gender, 2011
Table 5: United States Meat Value Share (%), by Urban and Rural Dwellers, 2011
Table 6: United States Meat Value Share (%) by Education Level Achieved Groups, 2011
Table 7: United States Meat Value Share (%) by Wealth Groups, 2011
Table 8: United States Meat Value Share (%) by Busy Lives Groups, 2011
Table 9: United States Ambient Meat Consumer Group Share (% market value), 2011
Table 10: United States Cooked Meats - Counter Consumer Group Share (% market value), 2011
Table 11: United States Cooked Meats - Packaged Consumer Group Share (% market value), 2011
Table 12: United States Fresh Meat (counter) Consumer Group Share (% market value), 2011
Table 13: United States Frozen Meat Consumer Group Share (% market value), 2011
Table 14: United States Total Ambient Meat Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: United States Total Cooked Meats - Counter Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United States Total Cooked Meats - Packaged Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United States Total Fresh Meat (counter) Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United States Total Frozen Meat Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Ambient Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 20: United States Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 21: United States Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 22: United States Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 23: United States Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: United States Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 25: United States Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: United States Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 27: United States Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: United States Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 29: United States Ambient Meat Consumer Profiles (% consumers by sub-group), 2011
Table 30: United States Cooked Meats - Counter Consumer Profiles (% consumers by sub-group), 2011
Table 31: United States Cooked Meats - Packaged Consumer Profiles (% consumers by sub-group), 2011
Table 32: United States Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2011
Table 33: United States Frozen Meat Consumer Profiles (% consumers by sub-group), 2011
Table 34: United States Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 35: United States Ambient Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 36: United States Cooked Meats - Counter Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: United States Cooked Meats - Packaged Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: United States Fresh Meat (counter) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: United States Frozen Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: United States, Overall Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 41: United States, Ambient Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: United States, Cooked Meats - Counter: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: United States, Cooked Meats - Packaged: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: United States, Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: United States, Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: United States Meat Market Value (US Dollar million), by Category, 2011
Table 47: United States Meat Market Volume (Kg m), by Category, 2011
Table 48: United States Meat Market Share (US$ million), by Category, 2011
Table 49: United States Meat Expenditure Per Capita (US Dollar), by Category, 2011
Table 50: United States Meat Expenditure Per Household (US Dollar), by Category
Table 51: United States Meat Market Volume Share (Kg m), by Category, 2011
Table 52: United States Meat Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 53: United States Meat Consumption Per Household (Kg m / Households m), by Category, 2011
Table 54: United States Meat Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 55: United States Ambient Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 56: United States Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 57: United States Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 58: United States Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 59: United States Frozen Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 60: United States Switchers to Ahold for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: United States Switchers to C&S Wholesale Grocers for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: United States Switchers From C&S Wholesale Grocers for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: United States Switchers to Costco for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: United States Switchers From Costco for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: United States Switchers to Kroger for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: United States Switchers From Kroger for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: United States Switchers to Publix for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: United States Switchers From Publix for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: United States Switchers to Safeway for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: United States Switchers From Safeway for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: United States Switchers to Supervalu for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: United States Switchers From Supervalu for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: United States Switchers to Wal-Mart for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: United States Switchers From Wal-Mart for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: United States Switchers to Other for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: United States Switchers From Other for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: United States Profile of Meat Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 78: United States Profile of Meat Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 79: United States Profile of Meat Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
Table 80: United States Profile of Meat Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
Table 81: United States Profile of Meat Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 82: United States Profile of Meat Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: United States Meat Value Share (%), by Age Groups, 2011
Figure 3: United States Meat Value Share (%), by Gender, 2011
Figure 4: United States Meat Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Meat Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Meat Value Share (%) by Wealth Groups, 2011
Figure 7: United States Meat Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Ambient Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: United States Meat Market Share (US$ million), by Category, 2011
Figure 20: United States Meat Expenditure Per Capita (US$), by Category, 2011
Figure 21: United States Meat Expenditure Per Household (US$), by Category
Figure 22: United States Meat Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 23: United States Ambient Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 24: United States Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 25: United States Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: United States Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: United States Frozen Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: United States People Who Have Switched Retailer for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
